Ride railing
In 2016, Easy Taxi was a leading ride-hailing platform, well-established in markets across Brazil and Latin America. The company was at an expansion point, looking to diversify its services beyond traditional taxis.
Easy Taxi
App design, Design System
Objective
To drive growth and meet new user needs, Easy Taxi decided to expand its offering to include private drivers and carpooling. The design challenge was:
Display multiple ride options: Help users compare and select the best ride option on the home screen with minimal taps.
Simplify the flow: Allow the user to request a ride with or without setting a destination.
Reduce friction: Optimize the overall request process to decrease cancellation and app abandonment rates.
Process
To validate design hypotheses quickly and effectively, the process focused on high-fidelity prototyping from the start.
High-Fidelity Prototyping: An interactive prototype was built to explore transitions, behaviors, and the overall perception of the new interface.
Usability Testing: The prototype was initially tested with 10 active Easy Taxi users to prove assumptions and the new concept's efficiency.
User Flow Review: The user's "golden path" was mapped and reviewed to identify and eliminate friction points.
Solution
The solution was a complete redesign of the main screen and ride request flow:
New Home Screen: The interface was updated to clearly display Origin and Destination fields, available service types (taxi, private driver, etc.), and nearby drivers.
Service Comparison: The new design allowed users to easily compare price and ETA differences between services.
Optimized Request Flow: The process to select and request a ride was simplified, enabling the user to order a car even without a destination set.
Key takeaways
The redesigned flow for comparing and choosing rides kept the app straightforward while opening space for new services. The impact was clear:
Reduced cancellations: Post-request cancellations dropped by 32 percent.
More flexibility: Riders could now request a trip without setting a destination upfront.
Greater clarity: The new home screen highlighted additional services and made price comparisons easier to understand.
Additional enhancements
We also introduced small delights for curious users, including easter-egg games, Peace-of-mind features like transparent route sharing and tracking, and support for wearable integrations.
